At least that's the word from CMO Joe Tripodi, who says the company is racing to develop compelling content for "different digital endpoints," adding that mobile is working well around the world in reaching teens and young adults.

In my new book, THE ON-DEMAND BRAND, I look at how Coca-Cola Europe, for instance, is using mobile to create compelling experiences - including some really cool mobile reality experiences - in the UK.

In many places around the world, of course, if you're talking digital at all, you're talking about mobile - especially for the teen market.

Coca-Cola wants to make sure the Real Thing stays relevant.

Indeed, a powerhouse brand the world over, Coca-Cola has been an advertising legend since its humble beginnings in 1886.

But while some of its famed slogans have been more popular than others – say, the aforementioned "The Real Thing" and "Have A Coke & A Smile" – others have been, well, quirky.